Globalization Of Marketing Strategies In The Light Of Segmentation And Cultural Diversity
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| Author | : Tomislaw Dalic |
| Publisher | : GRIN Verlag |
| Total Pages | : 26 |
| Release | : 2007-10 |
| Genre | : Business & Economics |
| ISBN | : 3638777480 |
Seminar paper from the year 2001 in the subject Business economics - Business Management, Corporate Governance, grade: 8, Maastricht University (-), course: Comparative Management, language: English, abstract: lobalization is one of words used nowadays to describe the convergence of cultures. Cultures are believed to move closer together as a result of increased travel, better communication methods and enhanced transportation opportunities (Hassan,1991). Companies try to anticipate this change by offering standardized products to a global audience. Examples of global products are credit cards, mobile phones, automobiles, food and beverages. The Big Mac, for example, is a standardized products market globally that it is used by economists to measure the purchase power of different currencies, the famous Big Mac Index. Marketers face many challenges in this global village but one of the most interesting challenge is how far can standardization of marketing efforts be pursued. Cultural differences are a logical barrier to standardization of the marketing strategies on a global scale. As there are countless cultures on this planet, there are also many different needs that must be satisfied by adapted marketing mixes. Therefore, standardization ignores the cultural differences for the sake of simplicity and cost savings. The knowledge of cultures and the understanding of cultures is important to develop effective marketing strategies across cultures. Simplifying cultures is done via segmentation. Segmentation helps clustering groups of people that might respond in the same manner to specially adapted marketing strategies. Segmentation plays a vital role in the process of standardizing marketing efforts. It helps standardizing customer groups. How far can companies go in standardizing their marketing efforts? This topic is discussed by many authors as mentioned later in this article and represent a dilemma global companies face. Either they simplify their marketing strate
| Author | : Alcántara-Pilar, Juan Miguel |
| Publisher | : IGI Global |
| Total Pages | : 430 |
| Release | : 2015-04-30 |
| Genre | : Business & Economics |
| ISBN | : 1466682639 |
The key to any marketing strategy is finding a way to reach and appeal to the consumer. In the case of a diverse consumer pool, marketers must strive to direct their promotional efforts to appeal to a global customer base. Analyzing the Cultural Diversity of Consumers in the Global Marketplace explores the strategies associated with promoting products and services to a culturally-diverse target market. Providing innovative solutions for global brands, this publication is ideally designed for use by marketing professionals, executives, students, as well as researchers.
| Author | : Kate Gillespie |
| Publisher | : Routledge |
| Total Pages | : 518 |
| Release | : 2021-09-30 |
| Genre | : Business & Economics |
| ISBN | : 100043866X |
Strategic, comprehensive, and concise, the fifth edition of this popular textbook introduces students to the important concepts of global marketing today, and their managerial implications. Increasingly, marketing activities must be integrated at a global level. Yet, the enduring influence of culture requires marketers to adapt local strategies in light of cultural differences. Global Marketing takes a strategic approach, recognizing the need to address both the forces of globalization and those of localization. Key updates include: Extensive real-life examples and cases from developed and emerging markets, including Africa, Latin America, and the Middle East; New topics such as digital distribution options, the participation of customers, and the rise of social media, including Twitter, Facebook, and TikTok; Updated exploration of often overlooked topics, such as China’s state-owned enterprises, the importance of diasporas as target markets, the threat of transnational criminal organizations to legitimate marketers, and new tensions among trading partners; A stronger recognition of the need for a growth mindset, value orientation, and innovation. Written in a student-friendly style, this fully updated new edition continues to be the textbook of choice for students of global marketing.
| Author | : Guilherme Pires |
| Publisher | : Routledge |
| Total Pages | : 391 |
| Release | : 2014-12-05 |
| Genre | : Business & Economics |
| ISBN | : 1135046387 |
A globalization process epitomised by historically large cross-border population movements with rapidly improving networking and communication technologies, has resulted in the growth of ethnic diversity across newly industrialised economies. Instead of adapting to a dominant, host country culture, many ethnic minorities seek to preserve their identities, both as diasporic communities and within their adopted countries. For marketers it has been recognised as crucial to understand the unique needs of these individuals and to develop superior marketing strategies that meet their preferences. Ethnic Marketing shows the rich opportunities that ethnic minority communities have to offer, as well as offering instruction on the design and implementation of effective social and business marketing strategies. The text offers practical guidance on assessing the needs of individual ethnic communities and a guide to marketing to these communities within various countries. Since the publication of Pires' and Stanton's 2005 book there has been continuing changes in the political, social and economic environment in many countries which have growing ethnic minorities. Incorporating new research across disciplines on the marketing relevance of ethnic minorities, this book also integrates contributions and excerpts from in-depth interviews conducted with leading marketing experts, whose views and insights stimulate discussion and result in in an invaluable guide to best practice in ethnic marketing across the world, plus expert insights into the future of this dynamic area. This is an excellent resource for researchers and advanced marketing students taking both postgraduate and undergraduate courses in marketing management or strategy, as well as government, marketing practitioners and businesses seeking ways to reach ethnic communities.
| Author | : Olivier Samo |
| Publisher | : GRIN Verlag |
| Total Pages | : 65 |
| Release | : 2015-10-07 |
| Genre | : Business & Economics |
| ISBN | : 3668060908 |
Bachelor Thesis from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2.3, University of Applied Sciences Wiesbaden Rüsselsheim Geisenheim, language: English, abstract: The objective of this presented bachelor thesis is to demonstrate how culture affects international marketing activities, thus portray the marketing intercultural branch. In other words, the reader will gain an idea of the importance of culture in the strategic marketing planning. From a marketing point of view, it is recognizable that worldwide interdependence of economies has partly created homogeneity of business operations, but the world is still comprised of cultural differences and specificity and various consumer behaviors and needs. Bearing this fact in mind, enterprises integrate culture more and more into international marketing activities, especially when doing business in an environment full of cultural diversity. The question of a strategic choice is raised at this point. Active international corporations have to decide whether to standardize or to adapt to marketing-mix activities. This leads to the following questions: which factors determine businesses choice for a differentiated or a standardized strategy in marketing mix activities? To what extent can companies standardize goods and services? Is standardization relevant for all marketing mix activities and for all foreign target markets? Is it a necessary for the active international firm to adapt their activities to each national culture? How important is the impact of culture on marketing-mix? The presented paper will provide some preliminary answers to these questions with an emphasis on marketing-mix elements and will investigate whether and to what extent culture should be considered as a strategic key success factor.
| Author | : |
| Publisher | : |
| Total Pages | : 0 |
| Release | : 2015 |
| Genre | : Consumer behavior |
| ISBN | : 9781466682641 |
"This book explores the strategies associated with promoting products and services to a culturally-diverse target market, providing innovative solutions for global brands"--
| Author | : Marieke de Mooij |
| Publisher | : SAGE |
| Total Pages | : 582 |
| Release | : 2018-10-27 |
| Genre | : Business & Economics |
| ISBN | : 1526453517 |
Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications. The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company′s mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and uses the Hofstede model to help readers see how their understanding of cultural relationships in one country/region can be extended to other countries/regions. Updates to the new edition include: Up-to-date research on new topics, including: culture and the media, culture and the Internet, and a more profound comparison of the different cultural models. More examples from major regions and countries from around the world Broader background theory on usage differences of new digital media and extensive coverage of consumer behaviour A range of online instructor resources complement the book, including chapter-specific PowerPoint slides, downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.
| Author | : Erdener Kaynak |
| Publisher | : Taylor & Francis |
| Total Pages | : 443 |
| Release | : 2022-10-10 |
| Genre | : Business & Economics |
| ISBN | : 1317953134 |
Global competition is being fueled by economic, technological, legal/political, and social changes taking place around the globe. As trade blocs and countries emerge and change, they offer certain opportunities and present certain threats for domestic companies. As U.S. companies enter the world market, they will be faced with increased competition. To ensure greater success against this competition, this timely book provides concepts, techniques, and strategies for professionals guiding these firms into the world market. The Global Business is need- and action-oriented. It shows the steps in the globalization process, complete with ample company and industry examples from a variety of regions and countries of the world. An ideal book for marketers, managers, and professors alike, these frequently asked questions are just a few that are answered in The Global Business: What are the best methods of operating in global markets? Is there such a thing as global consumer? If so, what are his/her characteristics? What are the decisionmaking rules in global markets? Does global marketing strategy differ in any way from domestic marketing strategy? What is a global firm and how does it act and behave? What are the emerging patterns and developments in global marketing theory and practice today? What does the future hold for global firms? The Global Business offers practical, managerial guidelines for business and marketing managers, public policymakers, and researchers and scholars of marketing on a global scale. It helps firms develop and maintain distinct competitive advantages in the foreign markets in which they wish to or do already operate. Among the topics discussed are global location strategy; global sourcing; the Euroconsumer; marketing in Socialist countries of Eastern Europe and the People’s Republic of China; joint venture formation, Third World marketing; and cross-cultural and cross-national consumer behavior.
| Author | : Emily Bloom |
| Publisher | : GRIN Verlag |
| Total Pages | : 19 |
| Release | : 2015-10-30 |
| Genre | : Social Science |
| ISBN | : 3668077568 |
Seminar paper from the year 2014 in the subject Cultural Studies - Miscellaneous, grade: 1,0, University of Greenwich, language: English, abstract: This paper discusses the influence of Asian cultural identity on Global Marketing. Over the course of the past decades globalisation has had a great impact on the every day lives of people around the globe. Due to the advances in technology and new inventions, such as the internet and therefore the diminishing of boundaries, people from various countries of the world are now more than ever able to be connected to each other, travel and overcome far distances, as well as purchase and consume products and services from all over the world. The benefits of globalisation not only influence people in their daily lifes, but can also be applied to the way in which companies organise themselves as well as operate in their home and foreign markets. The rise of global companies that sell and market products in foreign countries affected organisational work and created the need for global marketing strategies. In order for these strategies to work the different cultural backgrounds and values of customers need to be taken into account. Mooij supports this idea by pointing out, that in order for marketing or advertising to be effective it “must include values that match the values of the consumers being addressed“ (Mooij, 1998, p.91). Mooij explains further, that the way in which consumers behave and are motivated largely depends on their culture, which is why marketing strategies need to be relevant to the culture of the consumer they are trying to address (Mooij M. D., 1998). This explains why marketing managers today face a number of challenges and are influenced by the cultural identity of the country they are marketing a product in. Asia has one of the largest economies of the world which makes it extremely attractive for companies seeking to expand globally. East Asia alone is home to about 20 percent of the world’s population and is likely to make up an equally high share of the world trade (Chaze, 2010). In the following, this essay will try to explain how the Asian culture in terms of group, family and status orientation might culturally influence the way in which foreign companies market their products to Asian consumers as well as discuss possible practical measures that should be taken by international marketers in this context.
| Author | : Marieke K. de Mooij |
| Publisher | : SAGE Publications, Incorporated |
| Total Pages | : 344 |
| Release | : 1998 |
| Genre | : Business & Economics |
| ISBN | : |
For additional materials, please contact the author directly: www.mariekedemooij.com Cultural diversity influences marketing and advertising at all levels: consumer behaviour, research methodology, philosophies of how advertising works, advertising strategy, concept and execution. What the field has been lacking is a knowledge base of cultural differences and similarities, that can be used for developing global strategies. This book presents such a knowledge base, a structure to understand the consequences of culture for marketing and advertising.
